From immersive beauty playgrounds to newly-built flagship stores, retailers are investing in innovative store formats designed to engage customers in new and exciting ways to combat a tough trading environment.

This year has already seen a wave of retail concept launches focused on blending personalised service, interactive technology, and lifestyle-led environments — all aimed at creating memorable shopping journeys that stand out in a competitive market.

Here are six retailer concepts launched so far in 2025.

Superdrug

Superdrug unveiled its immersive Beauty Playground concept at its Westfield Stratford flagship store last month, with plans to roll out to concept across its 30 top performing UK stores by August.

The concept features interactive ‘Try Me Tables’, social content stations, and brand ambassadors offering personalised advice. The move is part of Superdrug’s wider offline-plus-online strategy to blend physical and digital beauty experiences.

Chief commercial officer Simon Comins says the concept “reimagines what a joyful and innovative beauty experience could be” and aims to make beauty fun.

The new permanent retail destination forms part of its broader offline plus online strategy, aimed at enhancing its physical stores while integrating with digital channels.

To support the launch, the retailer has partnered with innovative brands including Daise, Delihicious, and Smuuti, bringing exclusive products and experiences to the Beauty Playgrounds.

Mamas & Papas

Mamas & Papas relocated its Manchester Trafford Centre store this spring to a new purpose-built flagship unit designed to provide an “elevated shopping experience” for modern families.

The store showcases the full product range with interactive displays and personalised services including Buying for Baby appointments and Car Seat Consultations.

Marcus Appleton, global retail director, describes the Trafford Centre store as a blueprint for future UK and international openings.

He says: “Our Trafford Centre store has always been one of our most valued retail locations, and we’re incredibly excited to relaunch it as our concept flagship store with plans to roll out similar stores across our UK and International partners.

“Every detail of the new space has been thoughtfully designed to reflect how today’s parents want to shop, plus our knowledgeable in-store team is on-hand to offer support and advice, making it easier for customers to explore, compare, and find what’s right for their growing family.”

H&M

Earlier this year, H&M unveiled its refurbished H&M Home flagship on London’s Regent Street as part of an ongoing store upgrade programme.

The fashion giant’s 700 sqm store features a modernised design that blends contemporary aesthetics with sustainability by reusing and refreshing many of the previous furnishings rather than a full overhaul.

This refreshed concept improves the customer shopping experience by updating the layout and merchandising to better showcase the full range of home products, including collections for living rooms, bedrooms, kitchens, bathrooms, and kids’ rooms.

The store also continues to offer experiential services such as monogramming and an in-store florist, enhancing customer engagement beyond traditional retail.

Asda

Asda began trialling its George concept store in April, transforming its Crown Point Retail Park homewares store in Leeds with a new layout showcasing an expanded George clothing and homeware range alongside toys, baby essentials, and a café area.

The concept replaces the Asda Living format and features upgraded payment options, including new checkouts and self-serve kiosks, plus an enhanced click and collect service.

Following positive initial feedback, Asda plans to roll out the George concept to up to 100 stores nationwide, aiming to boost the fashion brand’s prominence.

George managing director Liz Evans said the investment supports ambitions to overtake Primark as the UK’s biggest clothing retailer by volume, building on George’s recent 3.5% sales rise and a sharper focus on core customers.

The Leeds standalone George store marked the retailer’s first dedicated site, with further expansion planned as part of Asda’s broader strategy to revitalise its clothing arm and enhance the overall shopping experience.

Holland & Barrett

Holland & Barrett opened its first experience store in March, housing its first wellbeing studio where shoppers can participate in a range of activities such as yoga and pilates lessons.

The site, which is based on Cardiff’s Queens Street, marks the retailer’s biggest ever store and features its latest range of products and brand-first immersive experiences.

The store houses a cushion wall, a “be strong for life” window campaign, as well as a “mission island,” designed for shoppers to explore personalised wellness solutions.

Additionally, the store, which was created with creative agency Syn, offers shoppers health checks and blood testing, alongside an in-store H&B&Me pod to help customers find out their biological age and learn about healthy habits.

Holland & Barrett store design manager Richard Fisher explained: “We’ve partnered with Syn to embrace a fresh creative vision which has played out in Cardiff’s pioneering experience store design.

“At H&B we are committed to redefining the wellness shopping experience, fostering a sense of community and customer connection.”

The Entertainer

The Entertainer opened its first “Generation 5” store at Bluewater shopping centre in May, with the 3,000 sq ft store replacing its existing, smaller location run since 2011.

The revamped shop features toys and games from leading brands including Lego, Tonies, Barbie, and Hot Wheels, along with Early Learning Centre and Addo private label ranges.

The store also houses its Pop Mart Roboshop, making it home to one of the of only 10 Pop Mart vending machines in the UK, offering shoppers the chance to purchase blind box toys from the brand.

Additionally, the store features a newly designed sensory play wall, aimed to offer an interactive experience for children to explore textures, sounds, and movements to help to support their sensory development.

The opening follows The Entertainer announcing that it would be rolling out its successful ToyBox concession format across over 2,000 Tesco Express stores.

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